TWG Tea品牌成长及对中国茶品牌建设的启示  

The Development of TWG Tea Brand and the Revelation to Chinese Tea Brand Construction

作　　者：黄旦益 萧力争[1] 

机构地区：[1]湖南农业大学园艺园林学院,湖南长沙410128

出　　处：《茶叶通讯》2016年第4期41-45,共5页Journal of Tea Communication

摘　　要：随着经济全球化脚步的加快,世界茶产业蒸蒸日上,茶叶企业和茶叶品牌稳步发展。在琳琅满目的商品选择和日益激烈的市场竞争下,茶企想要脱颖而出就必须重视茶叶品牌的建设。本文介绍了TWG Tea茶叶品牌的创立与发展历程及品牌经营亮点等,以期为国内茶品牌的建设提供有益的启示。With the acceleration of economic globalization, tea industry is flourishing around the world nd tea enterprises and brands go hand in hand steadily. Tea enterprises must pay attention to the construction of tea brand in order to stand out among the range of commodity selection and increasingly fierce market competition. This paper introduced the establishment and development of TWG Tea brand and the bright points of its brand management, also offered some beneficial enlightenment for domestic tea brand construction.

关 键 词：TWG Tea茶品牌 打造 经验 启示 

分 类 号：S571.1[农业科学—茶叶生产加工] F326.13[农业科学—作物学]